Marketing and Sales – The Divide Must Close
By Bill Brooks on 16 Feb 2007 at 10:40 am
For over 10 years we have been dealing with this issue. Somehow, however, it continues to be a problem. In fact, it is discussed extensively in the Jan/Feb issue of Sales and Marketing Management Magazine.
The point? Aren’t both after the same goal? More sales, success for the organization, providing high quality, qualified leads to salespeople, etc.
A question: How aligned are your sales and marketing strategies? If they’re not, perhaps you need to do something about it. In fact, I have long believed that there is a “middle ground” that demands that salespeople need to fully understand the marketing strategy in order to sell the product the way it is marketed. The opposite is also true. Marketers must know how the product is sold in order to position, promote and place it correctly into the market.
This whole concept is discussed in great detail in my book, The New Science of Selling and Persuasion.
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Bill,
Nice piece on the never ending battle between sales and marketing. This problem has been around for too long and it needs to stop. I see it every day with my customers. The ideas in your book are fantastic and I encourage your readers to try them.
Do you remember the saying that (paraphrase) states to understand another man’s problems you must walk in his shoes? Executive rotation has been used successfully by some of the world’s best companies. This practice benefits the company by bringing fresh ideas to existing roles. It benefits the executive by allowing him/her to develop new skills. It benefits the customers through exposure to all of the companies assets.
For some reason, it is very rare that you see a CMO and a CSO swap roles. Why not? Is this a possible solution to this problem?
Greg